CONTENT MARKETING

There’s no doubt about it; we’re in a content marketing battle zone!
You’d better keep up – or move out!

As more B2B marketers go that extra mile with their marketing campaigns, customer expectations are also rising. So much so that today’s marketing professionals have really got their jobs cut out for them!

They also have a good idea of where to get it. And if they’re not sure, they’ll ask their best friend Google to throw some suggestions at them!

Content marketingis a really powerful asset for any company looking to organically increase their business revenue.

But, like many other forms of marketing, one size doesn’t fit all. And a tailored approach needs to be adopted if it’s to provide any level of success.

So what exactly is Content Marketing?

Content marketing is a focused on the creation, publicationand distributionof content for a targeted audience. It is often used by a company’s marketing team to:

Grow, diversify and build relationships with their customer base

Encourage online purchasing

Encourage retail purchasing

Increase brand awareness

Create an online community of loyal users

Neil Patel offers some fabulous examples of content marketing on his website, take a look for yourself. http://neilpatel.com/

How long has the concept of content marketing been around?

Although it’s a bit of a buzz word amongst proactive marketers, content marketing has been around for well over a century!

In 1895, John Deere launched the magazine The Furrow, in the United States. It offered suggestions to farmers on how to become more profitable. The magazine initially had very little to do with the agricultural machinery John Deere sold – but the content was considered extremely valuable to the farming community and it generated a loyal following of readers.

What defines content marketing?

The general idea around content marketing it is that instead of openly pitching your products or services via one or two selected channels, you instead look to deliver a range of digestiblecommunicativepieces.

These are distributed across a variety of different channels. They are designed to educate buyers and/or offer them something of value at a low or zero cost, whilst still maintaining a consistent message.

The thought process behind this type of content strategy is simple. If we, as businesses, deliver consistent, regular, trusted, valuableinformation to our customers, they will ultimately reward us with their custom and loyalty.

Where is content marketing used?

Content marketing tactics can be used across a multitude of marketing channels (including offline streams). However, the majority of content discovered by today’s B2B audiences comes from just three areas of digital marketing. Email marketing, search marketing, and social media marketing.

The 2016 Content Marketing Benchmarks report found that UK content marketers used an average of 12 different content marketing tactics.

At Amberry, we will help you select and execute the most effective strategies for YOUR business, including:

Social Media – content to be shared on social media channels, with the sole purpose of driving visitors to your website.

Case studies – so you can prove how your products and services really make a difference in the real world.

However, the chart below will give you some sort of idea of the level of investment required when compared to the likelihood of favourable results.

Click for larger view

Top tips for great content

Sujan Patel, a leading expert in digital marketing advises content creators to keep it simple and:

STOP OVERTHINKING CONTENT
Stop stressing about creating that ideal piece of content and just be yourself. Start writing about the things your customers love, not only things that you think fits the ‘brand image’.

SUBSTANTIATE YOUR INTENTIONS
For example, rather than saying you want to create “viral” or “shareable” content, think more along the lines of creating something that is “thought-provoking,” “controversial,” “amusing,” or “surprising.”

STOP COMPARING YOURSELF
Forget what the competition are doing – focus on what’s currently working for you and what YOUR customers want to see.

PROOF & EDIT … THEN DO IT AGAIN!
Yes, it’s absolutely essential, but having half a dozen people view and comment on your content before your message finally goes live is a waste valuable visibility time.

Contact us today!

07873 684858

info@amberry.co.uk

Amberry Marketing
Gillers Green
Worsley
Manchester M28 0GA

Monday to Friday
8:00am - 6:00pm

The online questionnaire was fantastic! You asked all the relevant questions and the feedback and analytics you gave us in our progress meetings was meticulous and fully explained. I would not hesitate to engage you in future projects and will refer you with confidence to my business contacts in the future.

Diane Huxley – Director, Pebbles Bookkeeping & HR

Anne-Marie is extremely knowledgeable, innovative and creative in her approach. She is also excellent at launching new products and creating awareness within the right target markets. I wouldn't hesitate in recommending Anne-Marie to anyone who is looking to energise and strengthen their marketing efforts.

Andrea Widstom – Director, Terraco Group

Anne-Marie always delivers to the highest standards, whilst maintaining a professional, personal & approachable view on any task. When choosing Amberry Marketing, rest assured that you'll receive the highest level of professionalism coupled with an approachable, highly-driven individual, who cares passionately about what she does.

Paul Kirby – Sales Director, Wetherby Building Systems Ltd

Anne-Marie and the team at Amberry have researched, written and produced some fantastic case studies and advertorials for us, which have generated some great feedback from both the industry and new customers alike.
They are dependable, accurate and professional on all counts. We have no hesitation in recommending them.

Darren Smith – Managing Director, S and B EPS Ltd

I've worked with Anne-Marie on a number of projects over the past 14 years ... she instinctively knows what works and what doesn't and her straight talking, no-nonsense approach gets real results!
She's exacting in her expectations, highly focused and goes to great lengths to get the desired output for any business. Highly recommended.